Just in time for the FIFA World Cup 2026, Lay’s is announcing the latest installment of its “No Lay’s, No Game” campaign – and it’s pretty EPIC.
In a new 360-marketing campaign, Lay’s is announcing The Epic Watch Party, a first-of-its-kind activation where Lay’s united legendary players – Alexia Putellas, Lionel Messi, David Beckham, Thierry Henry and Steve Carell – with real, unsuspecting fans for an unforgettable celebration.
The Strategic Pivot: Lay’s tapped into the idea of scalable intimacy – finding real people where they are – at a grocery store or on their phones – and found a way to break through in a meaningful way.
Why This Matters:
- What looks like another fun “No Lay’s, No Game” moment is actually a shift from audience targeting to behavior targeting.
- The brand sought out real, everyday fans, and has found ways to engage in an unpredictable way and with the star power of the “No Lay’s, No Game” squad – with a first-of-its-kind WhatsApp Chat and finding actual purchasers of Lay’s at the supermarket.
- Now in its fourth year, “No Lay’s, No Game” is scalable – and the brand continues to find new ways to generate content in real situations.
As brands compete for authentic connections with consumers during the biggest sporting event of the year, Lay’s is setting a new standard for fan engagement this World Cup 2026. Earlier this year, the brand kicked off the ultimate campaign with fan-centered activations including a legendary group chat on WhatsApp, where 4M+ fans are engaging with talent in real time and will continue throughout the tournament this summer.
Whether you’re a die-hard fan or just here for the snacks, jump on the Bandwagon (teaser alert!) because there’s much more to come from Lay’s in the coming weeks. That’s the power of Lay’s as an Official Sponsor of the FIFA World Cup 2026.
